currently -- journalist for seven years. currently, i worke with photographs. it is really all about the business model. patch believe they can make money based on advertising. other local newspapers believe advertising is not enough to support journalism. i am interested in your thoughts on that, brian. and pat, i know that you are looking for 20, 30 times returns. >> what is that? >> i put in $1 million and i get $10 million out. >> we do not know what that is an public radio. [laughter] >> ok, thank you. i would like to ask our guests to keep the questions short and sweet.

we have a lot of questions. >> patch is built on ad revenue, but not in the -- it is not just banner ads. it is about serving the community. there is a business community as well. small business owners who knew to be served, the sorts of at products that benefit them. all of these are good, from non profit, to different models. you mean that variety. i got an e-mail from taxable. i appreciate that. >> you have a question for pat as well? >> i think the business model in the media always changes. the big one that everyone has seen in their lifetime is, when i was a kid, tv was free. across america, it was funded by advertisers.

today, the vast majority of americans pay a fee to get television. if the contact mix is right, hard journalism, entertainment, people will pay. all along the spectrum from the complete the paid to be completely ad-funded, you see it all today. one of the crisis we have now is the old model of classified advertising, paying for hard news journalism on paper has broken the, and is being replaced. that business model change had been a constant for 150 years. there are millions of models that work, and will be, and capital can chase them, as you get a 10x return, as you described. >> we want to get to everyone's questions. >> my name is alex. i have heard two major themes about new media. one, that it has a radical

democratic potential, low barrier to entry, but i have also heard repeated again and again, in order for your model to be successful, in order for your web site to be successful, you have to hitch your wagon to a large, well-funded, established media corporation. i wonder, in light of that, how new, really, is new media? as the dust settles, is new media not just become the old media as it has been? how far have we come from a daily billing 60 years ago criticizing, saying the press is free only for those who own one. >> is a great question. i am going to go back to that first question, the quality of digital journalism. we are more than 15 years into

internet news. still, you hear people say it is coming along. someday it will be good. quality journalism existed on the internet from day one. it was there. the internet journalists were winning awards from day one. there is a lot of noise surrounding it, which makes it seem worse, say, than "the chronicle." quality journalism is there. the new part of the media is not a new types of stories being told, but how they are being told, short for nurses long form, and how they are distributed on your one newspaper or magazine or one website, versus to run the mobile universe, or threat the internet universe, portals. do you want to give 30% of revenue to apple in order to distribute it? lots of publishers are making

that decision. it is the distribution from free tv to pay tv and the change from the free online destination media to mobile everywhere media and the creation of brands there. along with the business model, that is what we are working on. >> the want to go to the next question. we have to get to everybody. >> my name is peter bergen. i am an investigative reporter. i do not write content, i do not right product. i do news reporting. i do not write material to put ads around. there are some assumptions coming from this gathering that i find troubling. many years ago, upton sinclair wrote a classical study of journalism. he said that the advertising model does not work. clearly, it does work, but the main thing that is missing from what everyone has been talking about so far is the consumer.

when i read long form of journalism, which i write, i print it out. when i mounted an investigation of the region's last year of california, i collected about $7,000 from individuals and parlayed it into six print journeys, seven weeklies. got a lot of national coverage. it made some difference in people's lives, but i did not take a dime from any corporation. ok? so let's talk about how we go back to the model where people who need investigation, news -- because my duty is not to reflect corporations. let us not be proud that we are moving forward because we do not have journalist unions anymore. that's going back to selling the

news that people need, and get rid of the middle man, which is turning out to be a lot of publishers. >> first, thank you for bringing that up. a great question. it gives me the opportunity to talk about two things i am passionate about, perspective and poor people. neither one of those things are efficient -- artificial when it becomes to becoming an millionaire. there is a website that i really liked called poormagazine. that has existed for the past 10 years, focusing on the homeless communities in the bay area. everything that they get is donations and they get few donations. they focus on the things that are ignored by the media outlets, and they are doing it specifically for the people on the streets. those are the kinds of people, the people that they are

focusing on. but to be honest, they do not pay bills, they do not have money for advertising. the perspective that comes from those communities are often not what foundation's one. foundations usually go from labor of the month to flavor of the month. we are backed by foundations, so hopefully i am not biting myself in the ass. if you are foundation-funded, you have to focus on what the foundation wants. if you are advertising-focused, you have to focus on what the advertiser wants. so where is the space for this marginalized community? i did a story two years ago that focused on west oakland, dealing with asthma rates. nobody in west oakland had the money to pay for it, but everybody read it. i know because i walked around and handed out paper copies of it.

how do we focus on those organizations, the people who cannot do it themselves? i am sorry to answer your question with a question, but it is something i am passionate about. >> hello, i am just graduating high school this year. i plan to pursue a career in journalism. like others, i get a constant reminder that it is a struggling field. personally, i am not too concerned with money. i am just passionate about journalism. like many others, i want to know what it is looking like for people like me, who are planning to pursue a career in journalism, what steps do i need to be taking? >> four years from now, i believe she will be out of journalism school, what will landscaped look like? >> it will look great because

you are cheap labor. [laughter] and there is plenty of room for you to work their way up. if you really focus on digital skills that make you stand out from everyone else, you are going to make it. fundamentally, you need to write well. if you can do that, you will be successful in this industry. i honestly believe that there is plenty of room for people who want to pursue careers in journalism right now. >> what skills should they be learning, at this point, if they are just going into k school -- j scjool? -- school? >> certainly, the ability to write. being able to speak to the reader, you should certainly learn and probably already know how to do so, video.

basically, how to use all of the social media channels available. but i would not really focus so much on those tools because they are getting easier and easier by the day. i am sure four years from now, -- you probably get that in school anyway, but you want to focus on the basics of understand your role as a reporter in a community. and jobs are becoming available. there is more hiring going on. that will continue, going forward. >> one question would be, who is a journalist? that fundamental question. does she have to go to journalism school for four years to be considered? how can she distinguish herself from a citizen journalist or a blogger? need there be a distinction? that goes into a whole nother

question of who is a journalist. nobody wants to tackle that question. >> you should also visit new terms and talk to journalists about what they do. >> i will try to be quick. i think there is a spectrum of journalism and there are professionals. citizen journalists along the spectrum, but they are all valuable. i was going to say, one of the things you should learn how to do is promote yourself and promote your brand. you can get on tomorrow, you can build clips like no other time in history. you can do that on facebook, your web site. learning how to use your network to promote the thing that you care about, what to write about, is a huge scale that the internet will allow you to do. >> my name is claudia. i worked for pat. my question is for everyone on

the panel. -- i work for patch. noting the lack of hispanics on the panel, how do newsrooms address in-language content and sourcing? try to get people in the community, the poor and marginalized, to interact with digital journalism? >> and journalists need to know more than one language, it is that simple. you need to be able to interact with members of your community that you normally would not be able to if you were restricted by language. that is what i tell my students. i always tell them to minor in spanish, not just because it will make them better reporters, but it will get them jobs in a wider variety of markets. so i do believe that is incredibly important. if you do not speak the

language, you find somebody who does. you have them help you. if you were to cover communities, for example, who speak mandarin or cantonese, and you do not speak a word, that is not necessarily a limitation. action--- definitely be part of a journalist's training and anyone who is of having will have a better shot at telling stories. -- multilingual will have a better shot at telling stories. >> we are out of time. i want to thank all of our panelists. thank you all. and thank you all for coming. [applause]

governor welcome to culturewire. on march 18 the san francisco arts commission hosted the 2010

mayor's artwork. the mayor's arts award was established to honor an individual artist with a lifetime of outstanding achievement in the art and civic life. this year's award is to none other than carlos santana. before the award ceremony, the director of cultural affairs had a chance to sit down with carlos to ask him a few questions. >> once a year, mayor gavin newsom gets to select one distinguished individual to receive the mayor's arts award. in 2010,á(át that distinguished individual was none other than the legendary musician carlos santana. carlos, it is so great for the city to be able to recognize you. given all of your

accomplishments already, from the awards, all of the other distinctions you have received, what does it mean for you to get the mayor's part award? >> i am very grateful, moved. i always want to be in the company of illuminaries like cesar chavez. people making a difference, but to people's hearts. giving people a sense of tangible hope. one thing is to be famous, it is quite another for people to like you. i am grateful for this award. it is another blessing. i do not take it for granted. this is an incredible city.

everywhere i go, i tell everyone that this is the atlantis of today. there is no other city in the world -- i have been everywhere. there is nothing like san francisco. in fact, to me, it is not even the united states. you can see how fox network always attacks us. we do not have an inferiority complex. we just do not follow blindly. we question authority. as i said before, a person for person, there are more artists and con artists in the bay area. >> you are someone who has identified so strongly with the bay area. a lot of it reflects the values that you also identify with. i know that you have been

promoting an idea for a work of public art that could be pretty transformative. could you talk about that? >> peace brother is something that i saw, i think in the 1980's there was this lady. she started back there and converted -- she went to the neighborhood and was collecting the guns from some of the gang members. she had it melted and turned into angels. we want to do the same thing and take it to the next level we want to build a boom box by his feet, he will be 7 feet tall. this will be made up of military guns. the boom box will be playing some great songs. marvin gaye. john legenlennon.

bob marley. sam cooke. >> songs that really touch people deeply. >> i have come to a place where i call it the sound of maternity. bob dylan calls it eternal young. i think there are certain songs that help you live without fear. when you are living in fear, you invest in violence. fear is expensive, just ask president bush. inn love. and what marvin gaye says is true, war is not the answer, only love can conquer hate. these things are not cliches, they are truisms. if we implement them, you will

see a transformation in the bay area, richmond, oakland, the mission. all places where we need to dismantle the violence, the fear, the unnecessary pain that goes on. >> you are a person that has lived a pretty miraculous life. pretty extraordinary what you have accomplished, the range of people you have been able to touch with your music. you chose a beautiful word in spanish for your foundation -- miracle. could you talk about what the foundation has been able to do? >> we are able to empower and give young people a way for them to develop their own decisions. i started with my own vision. there are people like andre

agassi who helped finance. desmond tutu. in essence, in the bay area, like on larkin street, i want to see people invest more in people. i love the giants stadium, but i want to see cumins investing in a humans, instead of expensive. expensive buildings. i love to see the mayor and governor invest more in education than in incarcerations. so i am committed with the music and the platform that i have, if i have to, to give a little spanking to those who need to break up. we spend way too much on weapons. all the money that we spend on tv advertising, gears of war,

that is stupidity. in new zealand, they passed a law that said that you could not sell it. all those games about killing people. they do not want it. to me, i'd equate that with columbine, with war. once you desensitize a human being, you cannot tell the difference between shooting someone in a video game and a real person. some people can be gentle and kind. i can be ghetto when i want to be. i grew up with the black panthers doing peace and freedom benefits for them. so on the one hand i like the softness of spirituel the day, but i also like the energy that

you need to be a warrior where you need to be. i love martin luther king, but also malcolm x, sometimes you have to really hold your ground. compassion, kindness, education. rather than more killing. >> when you graduated in 1965, it was the height of the civil- rights movement. you just alluded to the environment that you were growing up in. as a young musician, what was it like for you in san francisco at the time? >> it was heaven on earth. we would go down to the fillmore and see these great band, the doors, and jimi hendrix, cream, and then go down

to the grove to see other music. you could go to the mission district to hear mexican. everywhere i went there was this multi dimensional color and i felt like it was on necessary for me to do just one. like baskin-robbins, i want all the flavors. you cannot just be a mexican play music. there is a lot of beauty in that, but it was not for me. i was born without arms around my heart that wants to embrace everything. palestine's, israelis. japanese, apaches. i am more concentrated with life and love than flags, nationality, religion. that stuff gets in the way.

one gets in the way is me, myself, my story. for me, that is why music is liberating. when you hear "imagine" anywhere in the world, people sang the lyrics. as soon as you hear the melody -- same thing with a bob marley song. i grew up taking everything from bob dylan, curtis mayfield, the beatles, smokey robinson. mike alma mater was the streets of san francisco. i would dare to go to school. where i really hung out was at the fillmore. that was my university, checking out be the king, and james

brown, a cream. finding out how they were able to penetrate people's hearts. with their music. once you do that, something happens to their eyes. they become brighter. they start crying, they do not know why. they start dancing. it is like when a woman gives birth. =mmfirst, she cries and then she laughs. later on, she dances. and that, to me, is the beauty of what san francisco is about. >> one final question, and we are going to link it to your music today. such a rich legacy that you are giving us. you mentioned to me that you are working on a new album. could you share what is coming up? >> i love to dream when i am awake. kand so i had this dream of

working with india arie and yo- yo ma to do the george harrison saw; and "-- song. this is the definitive way to do this. we are all in it together, we do not leave anybody out. t conviction, i am one of the few people that you can recognize by one note. god gave me that universal tone, and that is what we want to implement in all the songs. thank you. >> carlos santana, thank you for accepting the 2010 mayor's part

award. >> to watch the ceremony, visit the home page of the arts commission website, sfarts commission